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Like most PR and communications professionals, I’m an avid Twitter user. And while there are many, many reasons I love the network (tweeting photographs of animals doing funny things; laughing at a politician’s latest slip-up - etc), news-sharing is definitely at the top of my list.
For PRs – a role where staying on top of current affairs is nothing less than essential – Twitter is invaluable. Often breaking news considerably sooner than many major news sites, and now boasting an estimated 200 million active users, it has well and truly disrupted the industry.
So where does this leave journalists?
Last week, Precise held a breakfast debate to discuss the ways Twitter is transforming journalists’ working lives.
Chaired by Helen Dunne of CorpComms magazine, the panel included Metro Editor Kenny Campbell, Senior Business Producer of Sky News Peter Hoskins, Senior Business Reporter at The Guardian Simon Goodley, and Feature Writer for the Daily Telegraph Harry Wallop.
Here are some of the key talking-points from the debate:
Twitter has, for some journalists, taken the place of a newswire service
More than ever before, speed is of the essence – Twitter helps journalists keep ahead of the newswires.
At this morning's #preciseexchange @hwallop says that #Twitter has changed his life "enormously", and his now his personal newswire.
— Darryl Sparey (@DarrylSparey) July 25, 2013
Journalists look to Twitter for depth and speed of news leads. @PeterHoskinsSky #PreciseExchange
— Victoria Louise (@VictoriaCrumpet) July 25, 2013
It’s just as much about getting stories out as it is getting news or information in. As the media landscape evolves, it’s important that journalists – as spokespeople for their publications – have an online profile.
As newspapers die, we need an online audience - @hwallop #preciseexchange — Ayesha Bharmal (@AyeshaLaila) July 25, 2013
@hwallop makes the good point that many journalists have more Twitter followers than their papers have readers #PreciseExchange — Jason Groves (@jasongroves) July 25, 2013
However, Twitter is not the ‘be all and end all’
Simon Goodley of The Guardian doesn’t use Twitter, and doesn’t see why it could, or should, change his life.
Simon Goodley- I don't get twitter. I go out and meet people and use the phone. #preciseexchange
— Anna King (@AnnameKing) July 25, 2013
Goodley: “My job is reporting something that not a lot of people know. If it’s on Twitter, lots of people already know.” #PreciseExchange
— Andrew Carrier (@AndrewCarrier) July 25, 2013
What’s more, Twitter does not – and will not – eliminate the basics. Although it’s a useful tool for researching stories, the panel were unanimous in that pitching via DM is not welcomed!
“If you want to make contact, then have a contact. Do the work the old fashioned work.” - @MetroKenny #PreciseExchange — Andrew Carrier (@AndrewCarrier) July 25, 2013
And just because it's tweeted, doesn’t mean it is relevant, representative or even true!
Can't stand people reporting tweets as news, no shape or form is it a news story @hwallop #PreciseExchange
— Precise (@PreciseTweets) July 25, 2013
You have to fact check to protect reputation but for speed never tweet anything as truth @metrokenny #PreciseExchange
— Precise (@PreciseTweets) July 25, 2013
@hwallop my rule is I wouldn't tweet something that I wouldn't be happy to see printed in one of my feature pieces #preciseexchange
— Ayesha Bharmal (@AyeshaLaila) July 25, 2013
So what does all this mean for PRs?
Personally, I found it reassuring to hear the panel agree that, while Twitter is a great tool for journalists and PRs alike, it by no means replaces ‘traditional’ methods of making contact and building relationships…
The old rules of contacting journalists should still apply @metrokenny #PreciseExchange — Precise (@PreciseTweets) July 25, 2013
…so although the #journorequest search is staying firmly put in my Hootsuite, and I’ll still be keeping a close eye on what Harry, Kenny, Peter and their colleagues are talking about, I think this closing comment from Kenny sums it up very well:
Twitter isn't the be all and end all- it's another tool that you'd be silly not to use says @metrokenny #PreciseExchange
— Precise (@PreciseTweets) July 25, 2013
You can follow me on Twitter here, and find me on Google+ here.
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Austin Brailey
“many journalists have more twitter followers that their papers have readers” – I have never thought about it this way, but it’s very powerful!
Dwayne
Very good piece, thanks!